Brand Lebanon

Why Lebanon Needs an Emergency Tourism Committee Now

Lebanon is at a historic turning point. With the return of stability, renewed Gulf ties, and growing optimism, summer 2025 presents a golden opportunity to bring back millions of tourists, generate billions in revenue, and restore Lebanon’s place as the top Mediterranean destination.

But success won’t come automatically. A structured, results-driven action plan is needed, NOW.

To ensure a record-breaking tourism season, Lebanon must establish a high-level Emergency Tourism Committee, a public-private task force that will:

Create a seamless, well-organized tourism experience, from airport to hotel to nightlife.

Execute a large-scale tourism marketing campaign to attract expats, Gulf travelers, and global visitors.

Ensure every stakeholder, government, private sector, and businesses, takes responsibility.

This committee will operate as a war room for tourism, making quick, strategic decisions to remove obstacles and unlock Lebanon’s tourism potential.

The Emergency Tourism Committee (ETC): Structure & Members

Who Should Be on the Committee? (7-8 Key Decision-Makers)

A lean, effective team is critical. The ETC should include high-level individuals who have the power to execute real change:

1️. Ministry of Tourism (Committee Head)

Role: Leads overall strategy, coordinates between ministries & private sector, ensures government execution.
Potential Name: Minister of Tourism or a top advisor

2️. Ministry of Transport Representative

Role: Ensures smooth airport & transport operations, improves public transport & taxi services for tourists.
Potential Name: MEA (Middle East Airlines) Executive or Ministry of Transport official

3️. Ministry of Interior Representative

Role: Guarantees tourist safety, regulates taxi fares, prevents overcharging & scams, and manages traffic control.
Potential Name: Senior officer from the Internal Security Forces

4️. Hotel Sector Representative

Role: Coordinates with hotels to ensure special packages, fair pricing, and VIP experiences for tourists.
Potential Name: Representative from the Lebanese Hotel Association (LHA)

5️. Restaurant & Entertainment Sector Representative

Role: Mobilizes restaurants, clubs, and malls to participate in the national tourism campaign.
Potential Name: Head of the Restaurant, Nightlife & Hospitality Syndicate

6️. Airport & Taxi Sector Representative

Role: Fixes airport taxi pricing, enhances airport experience, introduces smart transport options for tourists.
Potential Name: Director of Beirut Airport & Taxi Union Representative

7️. Financial & Business Representative

Role: Oversees the Tourism Fund, manages sponsorships, and ensures funding for major tourism events.
Potential Name: Lebanese Banking Association representative or a leading private sector executive

Goals & Mission of the Emergency Tourism Committee

Mission:
To transform Summer 2024 into Lebanon’s best tourism season by aligning government, private sector, and businesses under a single, powerful strategy.

Goals:
Attract 3-5 million tourists by launching the largest tourism campaign in Lebanon’s history.
Fix major tourist frustrations (airport experience, transport, safety, pricing transparency).
Ensure all businesses, from hotels to malls, commit to making tourism a national priority.
Create, support, and fund large-scale events, concerts, and festivals.

The Lebanon Tourism Fund (LTF): Securing Sustainable Financing

To ensure long-term success, Lebanon must establish a national tourism fund that supports marketing campaigns, infrastructure fixes, and event sponsorships.

How Will the Tourism Fund Work?

Funding Sources:

Government tourism budget allocation (Ministry of Tourism).

Contributions from major businesses & private sector sponsors (hotels, airlines, restaurants).

Diaspora Investment Initiative, Encouraging Lebanese expats to invest in national tourism.

Sponsorship deals with global brands (airlines, luxury brands, hospitality companies).

A symbolic $2 “Lebanon Tourism Fee” on airline tickets to help sustain the fund.

 Where the Money Goes:

Global advertising campaigns (TV, digital, social media, billboards).

Festivals & cultural events to attract international visitors.

Public transport improvements for tourists.

Airport enhancements to create a seamless arrival experience.

Security & infrastructure enhancements in key tourist areas.

Estimated Annual Budget Needed: $50-100 million for advertising, events, and infrastructure fixes.

A 3-Step Execution Plan for Summer 2025 Success

Phase 1 (First 60 Days):  Launch & Awareness

Officially establish the Emergency Tourism Committee.
Secure government & private sector commitments for the Tourism Fund.
Announce special incentives for airlines, hotels, and tour operators.
Begin major international marketing campaigns targeting Gulf, Europe, and expats.

Phase 2 (Next 60 Days):  Infrastructure Readiness & Business Engagement

Implement airport & taxi reforms to ensure smooth tourist experiences.
Activate Lebanon’s hospitality sector, Hotels, restaurants, and malls roll out exclusive offers & packages.
Launch a nationwide “Lebanese Hospitality Challenge”, encouraging citizens to help bring tourism back.

Phase 3 (Peak Season): Execution & Impact

Ensure large-scale cultural & entertainment events take place.
Monitor real-time feedback from tourists to address concerns immediately.
Engage influencers & media coverage to keep Lebanon trending worldwide.

The Final Call to Action: Lebanon Must Act NOW

Summer 2025 can be Lebanon’s comeback story, but only if we take immediate action.

To the Ministry of Tourism: The time for small moves is over. Lebanon needs a national tourism strategy, backed by real leadership and execution.

To the Private Sector: Tourism benefits everyone. Hotels, restaurants, airlines, and businesses must step up, contribute to the Tourism Fund, and offer world-class services.

To Every Lebanese: This is our responsibility. Every citizen is an ambassador for Lebanon. Bring a friend, invite an expat, and let’s make Lebanon shine again.